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or others is a very valuable story, especially very close to the election today. you remember george bush when he stood with a megaphone at 9/11, create ad tremendous amount of support in that story. that imagery is very, very powerful. it makes him authentic and is effective. david: talk about obama's picking on mitt romney particularly with the bain capital stuff. this buy, bain capital is bad organization and guy who started it is bad too. how did that story turn out? >> you know i think it is authentic from obama saying it from that standpoint. i don't think it is particularly effective. it does not move many people across the meter. one of the things the story has to shine through. if the storyteller isn't authentic whatever he or she is saying isn't memorable, isn't actionable. i think that story has worn thin. david: finally the idea obama is sort of real historic game-changer, he can walk on water. he got the nobel peace prize before he did anything for example, has that story worn thin? >> well it did until the bin laden situation happened. because that was really, you know, magi
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